3 Steps For Better Marketing Effectiveness And Efficiency
Unleashing the Power of the Precision Target Profile (PTP)
Ivan Ivanka
July 17, 2023
I was debating whether I should share this.
So many do this so wrong.
New business owners, (sometimes-not-so-) rookie marketers, single-skill freelancers - most of them do this.
“Everybody can my customer.” - have you heard?
I heard it. A lot.
They don’t know how to target.
It’s their loss - but it’s not my gain: building an online business is not a zero-sum game.
So, here we go.
Here are the 3 steps you can take to increase your marketing results in one sitting:
Step 1: Listing Superficial Facts and Extending Beyond Them
You have an extraordinary solution (or product) poised to revolutionize the market.
However, your potential customers are as diverse as a box of vibrant crayons - it may seem overwhelming, doesn't it?
Enter customer demographics.
They provide a basic understanding of your audience's age, income, location, and more.
Yet, here's the catch: demographics are merely the beginning.
If you stop there, your message will fade into the chaotic background noise of the market.
Warning: this is what 82% of marketers get wrong
Consider King Charles III and Ozzy Osbourne.
Both are male, born in 1948, British, affluent, and famous.
They share identical demographics.
However, their interests, priorities, and buying behaviors couldn't be more distinct.
Which one will buy your solution? They fit the demographics!
This is where traditional demographic-centered marketing falls short.
It fails to capture the nuanced intricacies of individuality.
Step 2: Delving into the Depths of the Precision Target Profile
Now that we've established that demographics alone are insufficient, let's move on to the second step.
Here, we unveil our secret weapon - the Precision Target Profile (PTP).
The PTP goes beyond a surface-level portrayal of your customer.
Instead, it delves deep into their world, exploring their:
current state
pains
problems
fears
future state
goals
dreams
aspirations
behaviors
interests
influencers they listen to
websites they visit
organizations they are part of
buying markers
tools they use
software they use
services they buy
products they purchase
traffic sources (where are they?)
It's like tailoring a perfectly fitted suit for your customer.
This bespoke marketing strategy is the key to enhancing conversion rates.
It's important to note that creating your PTP is an ongoing task.
Your customer base will evolve as your business grows.
Stay vigilant to data trends and customer feedback, and adapt your customer profile accordingly.
The more you comprehend your customer, the more you can refine your marketing into a laser-guided missile that hits its mark.
Step 3: Crafting a Tailor-Made Message
With your Precision Target Profile in hand, it's time to craft a message that speaks directly to your ideal customer.
Use their language, empathize with their pain points, and make it evident that your solution is exactly what they need.
You're not simply selling a product or service - you're constructing a bridge that connects their needs to your solution.
Your sales messaging is the bridge to their transformation.
A well-crafted message doesn't simply convey information; it ignites action - a question, a purchase, a subscription.
Whatever the desired outcome, your message propels your audience closer to it.
Beyond Demographics: Recognizing the King Charles III and Ozzy Osbourne in Your Customer Base
The true power of the Precision Target Profile lies in its ability to surpass demographics and capture the subtle nuances that make your customers unique.
It's not about casting a wide net - it's about the precision of an arrow hitting its target.
This approach transforms your marketing strategy from a scatter-shot blast to a precisely aimed sniper shot.
It enables you to acknowledge the King Charles III and Ozzy Osbourne within your customer base and tailor your approach accordingly.
Conclusion: Your Ideal Customer - The Secret Sauce of Success
Understanding your ideal customer is not only advantageous - it's the secret sauce to your marketing triumph.
Yes, demographics are a starting point.
However, the core of your strategy lies in the Precision Target Profile.
It empowers you to connect with your audience on a deeper, more meaningful level.
This continual process ensures that as your business flourishes, your understanding of your customers deepens.
With this insight, you can create messages that resonate, forge connections that inspire action, and perfect your aim towards your target.
By catering to the individual, you will successfully engage the many.
Be smart.
Use the PTP.
Earn more from less.
- Ivan